This document summarizes Common Ground's strategic approach for an Illinois Lottery RFP response. It includes an introduction and office tour, a review of the assignments which are to create a multicultural product campaign and image campaign, and an overview of their strategic approach focusing on brand instincts, identifying the multicultural consumer target, and creating an umbrella strategic platform. It also provides details on the multicultural population breakdown in Cook County and identifies which groups have the greatest player impact.

1. Illinois Lottery
RFP response
— Common Ground
strategic & creative approach

2. * Introductions / Office Tour
* Today’s Purpose (Account)
* Review of Assignment (Account)
* Key Considerations (Account)
— Assumptions
— Disclaimers
— Table of * Our Strategic Approach (Planning)
— Review Brand & Category
Contents: z
- Review against best practices states,
“What worked and Why?”
— Key Consumer Insights
- Multicultural make up of IL
- Identify the Target
- Universal Truths/Segment Specific Insights
- How it translates for retailer (B2B)
- How it translates for consumer (B2C)
— Overarching Platform
- TBD: “Our hierarchy/strategy of how
we will approach 2 assignments”

3. Today’s Purpose:
* tour the commonground offices and
meet the team
* review commonground’s strategic &
creative approach to the Lottery
Multicultural RFP

4. The Assignments:
1. Create a Multicultural product campaign
that highlights innovative & transactional
Communications
2. An image campaign in which we are
seeking your strategic recommendation on
improving the perception of the IL Lottery
brand with Multicultural consumers

5. * Deliverables are based on the direction
Presented in the RFP & built on the creative
platform provided
* “Spectacular Numbers” serves as a
creative thread connecting all activation pillars
— Key —
—
OOH / Transit
Retail / POS
Considerations: z
— Digital (.com, social media)
— Print
* Proposed media activation plan
is based on our experience in the market
& qualitative outreach
* Traditionally, our philosophy is rooted
in a collaborative, transparent engagement
with our client partners

6. Illinois Lottery
Strategic Tool Box
— Unearth Key Brand Instincts
— Identify Multicultural Consumer Target
— Create Umbrella Strategic Platform

7. * Entertaining
— Provide fun and relevant gaming options
* For Me
— Reflect the people of IL
* Genuine
— Positive contributor to the state of IL
Illinois Lottery
WHAT DO WE STAND FOR?

8. Identifying the
Multicultural Opportunity

9. How does Cook County
stack up for Lottery?
AFRICAN AMERICAN ASIAN HISPANIC

10. What does the Total Population:
Multicultural 5,194,675
population z
- African American: 24.8%
look like? - Hispanic: 24%
- Asian: 6.2%

11. — who has the Total Population:
greatest 5,194,675
player
Impact?
z
- African American: 24.8%
- Hispanic: 24%
- Asian: 6.2%